ANALYZING THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS TOWARD CONSUMER BUYING BEHAVIOR OF PHYSICAL BOOKS

Abstract

This research aims to identify to what extend the cultural factors, social factors, personal factors and psychological factors affecting the consumer buying behavior of physical books in Jakarta and Cikarang area. Consumer buying behavior has been a famous method use by many companies to know how the consumers think and feel about the product and also to know how the consumers select your products instead of your competitors’ products. Since lately the growth of e-books sales have risen up drastically, it is crucial to know what factors affecting the consumers to buy physical books. Therefore, to find this effect, the researcher uses the classical assumption model analysis. Furthermore, the hypothesis testing was done by multiple regression analysis. The results of this study are expected to be useful for the book retailers and publishers. Based on the results of the research through a survey of 315 respondents that based on Jakarta and Cikarang area, it was found that cultural factors, social factors, personal factors and psychological factors give positive influences and have an impact in customer buying behavior to purchase physical books